He invited a group of ministers of state into Downing Street for a chat and a presentation from the new No 10 polling expert, David Muir.

Muir told them his research revealed that the public directly associate the PM with their view on the economy good news, he spun, because Brown is confident things will not look nearly so bleak by the time of the election.

He also said that the professions Brown was most associated with were positions of trust, such as doctor, bank manager and lawyer.

David Cameron was viewed by those who liked him as a television presenter, while sceptics associated him with a car salesman or estate agent.

The ministers were told to go out and spread the word among the PLP that the fight was still on. Expect lots more "shallow salesman" jibes at PMQs.